Presenting Your Case

When you're putting your sales pieces together, you can
learn a lot from lawyers.

Whether it's a defense attorney or the prosecution, the
first thing a lawyer does is read the jury members.

He does his best to get inside their heads to determine
exactly what will get them to decide in his favor. The
best lawyers are great people readers.

You must learn what people's hot buttons are just as
any good attorney does. Also like a good lawyer, you
must realize your audience reacts on an emotional level.

When you're presenting your case you must grab them by
their emotions.

He also appeals to all their senses. So should your
sales letters.

If you're selling food, your letter should literally
make them water at the mouth.

If you're selling opportunity offers, the reader
should be made to see all the goodies their new
found money will bring.

So how do the legal beagles accomplish this?

They study every bit of the evidence. You should
study your product or service as just as diligently.

Once they've gathered all the facts, they're ready to
present their case.

Your headline should be as well thought out as their
opening words. You should get your customers' attention
as compellingly as they capture their jury's.

Once they've got a jury's attention they begin banging
out the evidence. In the same manner you should be
banging out your offers benefits.

Bam ... Bam ... Bam!

Once they've grabbed the jury by their emotions and
pounded out every point to make their case, they give
their closing statement and ask the jury for the verdict
they've made the case for.

The same applies to your sales letter.

Grab their emotions, pound out your benefits and build
your case. Then you're ready to ask them to pull out
their wallets and place their order.

Start presenting your case and the sales will come.